Since each speaker offers a unique perspective on how their organizations use public relations research, it’s easy to assume that with the resources available to such large enterprises, their research is more sophisticated, more expensive and more complicated than anything “ordinary” PR people could attempt. It may surprise you to learn that with everything these companies have in common, they also share one more similarity: in each case, their PR measurement journey began simply, inexpensively and on a relatively small scale.

One of the great myths inhibiting wider adoption for research in public relations is the mistaken belief that research is too expensive or too complicated; that real pros know what works and what doesn’t; that they don’t need research to tell them what they already know. While instinct and experience count, each conference presenter can say that in the high-stakes business environment in which we all operate now, the benefits of a good reputation matter more now than ever. Conversely, the penalties for a poor reputation have never been greater. Good research guides decisions that lead to a better reputation and it provides the objective validation that every PR professional needs to communicate PR’s value to the business.

Never before has such a high concentration of top executives and thought leaders from the world’s greatest organizations been assembled in such an intimate conference setting

This is a preview of All That We Share: PRSA PRIME Research Strategic Corporate Communications and Research Conference. Read the full post

I’m getting used to the idea that I have been plying this craft for more than (or is that ‘over’? NOT!) 35 years. I am an old dog and, literally, a greybeard. Which is not to say I know it all, not by a long shot. I treasure my PRSA membership for the learning opportunities it provides me.

It is true, though, that in those years I have been to many conferences. They all have held something new for me, especially when I filled a generalist role. Conferences tend to offer a broad menu to appeal to a broad audience. It’s their nature.

Then there’s Connect ’14, planned this year for May 20–21 in Chicago. I have really enjoyed being part of the Employee Communication Section’s planning team for this conference because we all share that specialty: employee communications.

When we talk with employee communicators about conferences, they often say they’re frustrated with the content. It’s too basic, they say, or it’s too focused on big-budget tactics, or doesn’t translate to the not-for-profit world. As difficult as it is to balance these needs, the PRSA Employee Communication Section conference, Connect ’14, has done so.

First of all, it features some of the best employee communication minds in the business: people like Maril MacDonald, a true pioneer in strategic internal communications as founder of Gagen MacDonald; Linda Dulye of Dulye & Co., whose work on improving managerial communication has been vital; and Tyler Durham, who runs the change practice for Ketchum and helps companies and leaders grow and unleash the potential of their employees and brands. MacDonald, Dulye and Durham are our keynoters this year, as Connect comes to the Windy City, Chicago, May 20–21, 2014, at Loyola University of Chicago’s Water Tower Campus. That’s right in the heart of the Magnificent Mile, close to world-class shopping, dining and entertainment.

This is a preview of Connect ’14 is the Employee Communications Conference for You. Read the full post

There’s been a lot written about the Affordable Care Act (ACA) and its potential impact on key industry players — i.e., pharmaceutical and device companies, clinicians, health plans and patients. But, what about the PR professionals who work alongside these players?

Whether we work in-house or on agency teams, PR professionals know that everything that affects clients affects us too. . . eventually. We can be reactive and wait for the ACA dust to settle or we can proactively help clients navigate the new landscape.

Now, there’s a huge opportunity for us to be proactive and to expand the range of internal and external stakeholders with whom we work.

In the wake of Medicare reform and the ACA, a new mandate has emerged: to help health decision-makers understand the relative outcomes and costs of available treatment options. The goal is now to demonstrate total value as our opinion leaders include health economists, payment authorities and policymakers (in addition to clinicians).

To help clients succeed in this new environment, PR teams need to make five key changes:

The world continues to change so quickly. Using technology to connect with target audiences is essential in penetrating the cluttered atmosphere, especially in the field of healthcare. Social media has expanded our professional coordinates and positioned communicators to participate in the real-time conversations shaping the marketplace of ideas.

For the last 20 years, I have seen how successful policy and campaign workers use technology to transform outreach and activism. Those who embrace the effort, become early adopters, build their critical mass and consume the environment like a tidal wave.

At first, it’s overwhelming, but eventually you find your groove. Facebook, Twitter, LinkedIn, Pinterest, Groupon — initially, it did not occur to me to join them. However, for career insight or to get a better deal on frozen yogurt, it is essential to be plugged in. Patterns definitely emerge, and information management becomes key.

I’ve seen the impact firsthand at my organization, the Oncology Nursing Society. We’re engaged in a multitude of membership advocacy efforts that educate decision-makers on nursing and cancer.

This is a preview of Building a Grassroots Army on the Internet: A Guide for Adopters at All Stages. Read the full post

Welcome

Join the public relations conversation and get connected with expert insight from our guest bloggers! The views and opinions expressed here are those of the authors and do not necessarily reflect the official policies or positions of PRSA.